Prospecting: Adam & Eve Goes Mainstream in Attempt to Find More Customers

In a departure from its modus operandi when it comes to marketing its brand, racy adult products cross-channel retailer Adam & Eve has taken its message mainstream. Beginning on Aug. 15 and running through Oct. 15, the edgy brand's ads are appearing on CBS' "Super Screen," a 26′ x 20′ state-of-the-art, full-motion, full-color screen in Times Square. The ads have been scheduled to run once an hour.

To help Adam & Eve measure the effect the ads have in luring new customers to its brand, the company has included a special offer — 50 percent off any one item, plus three free DVDs, a free gift and free shipping — with a unique redemption code on each ad. It's then able to track the customers who used the redemption code to get the special offer, as well as which of those customers are first-time buyers.

The campaign has three goals, says Chad Davis, Adam & Eve's marketing director:

• drive sales and build the Adam & Eve brand in a very untraditional way for the retailer;
• increase public awareness of Adam & Eve via the placement of the ads and a press release that accompanied the launch of the Times Square campaign; and
• increase the credibility of Adam & Eve and adult products to consumers.

While not counting on this latest ad campaign to generate a terribly high return on investment, Adam & Eve does believe it will succeed in building its brand and attracting new customers. In fact, it's already seen progress in that regard, as the campaign's early returns have exceeded the company's expectations.

"We do believe and have seen already that it's brought other opportunities to the table that will have a ROI," Davis notes. This includes catalog requests and visits to Adam & Eve's e-commerce website.